How to Collaborate with Travel Bloggers
to Create a Compelling Marketing Campaign
By
World Travel Market London | 5th November 2015
Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape Melvin Boecher | COO, iambassador | Founder, Traveldudes
Nicholas Montemaggi | Director Marketing, iambassador Mariette du Toit-Helmbold | CEO, Destinate
Create a Compelling Marketing Campaign That Maximises Your Budget
By
World Travel Market London | 5th November 2015
Melvin Boecher | COO, iambassador | Founder, Traveldudes Nicholas Montemaggi | Director Marketing, iambassador
Mariette du Toit-Helmbold | CEO, Destinate
Print Media As We Know It
Is Dead
Where is Your Audience? Digital: 47.2%
Of which:
23.3% mobile
18% desktop
TV: 36.5%
Radio: 10.9% Source: eMarketer
A Simple Comparison 813,262 Condé Nast total circulation 132,885 one full page advert in Euro 187,000 Guardian total circulation 24,358 one full page advert in Euro 10,647,387 total exposure of 50 top bloggers Source: Condé Nast, Guardian
Ad Blocking Software • 0.12% standard banner ad
click through rates • ad block rates 10 - 40% • 16% of Firefox Mobile
users use ad blockers • ad blocking grew by 41%
last year • 86% banner blindness in
humans
Content is the New Advertising Content… • informs, educates,
entertains • is relevant • meaningful, value for
readers & the brand • based on behavior
(engagement & reach), not on cookies
• $ 7 influencer marketing return for each dollar spent (top 13% up to 20$)
• 90% savings by using an influencer network (time & resource costs)
• influencers are trusted & authentic
Source: Tomoson, TapInfluence
Influencer Impact (1)
See: http://www.iambassador.net/2015/06/the-impact-of-travel-bloggers-on-local-businesses/
Influencer Impact (2) #RoadTripGoT (Tourism Ireland) 2 persons: 6 days Actual views: 340,000 (not OTS) Engagement: 47,000 Online AVE: 180,000 € Costs: > 12,000 €
Influencer Impact (3) #UnexpectedGB (Visit Britain) 3 persons: 5 days Twitter chats: 73m OTS Blog posts: 15 Instagrams: 115 (55.5k Likes) Content for Countryside microsite Total OTS: 205m Online AVE: USD 4.1m Costs: ±USD 40,000
Influencer Impact…
Good stats is nice…engagement is key.
#Stellenblog Blogger Campaign
1 - 8 May 2015
HOOK IN A WIDER AUDIENCE AND TAKE THEM ALONG...
MAKE THE CONTENT WORK FOR THE DESTINATION
MEASURABLE RETURN ON INVESTMENT
MEASURABLE RETURN ON INVESTMENT
(GBP 933,000)
FROM BLOGGER TO STORYTELLER & INFLUENCER…
What surprised me the most is how much there is to see and do in Stellenbosch. It is definitely an active culinary destination that is completely different from places like Cape Town.
From the artwork, shopping, and restaurants downtown to spending some time on wine estates with 360 degree views of stunning beauty…You need a week here at least!
Rachelle Lucas (The Travel Bite)
Case Study – BlogVille Italy 4 Editions of #BlogVille
Over 180 bloggers from key markets
Over 15 months project
Over 1.200 published blog posts
Over 15.000 shared pics & videos
Over 1,5 M posts views
Over 15 M reach on Social Media
Project Management and Strategy development between
bloggers & DMO
Long term results #BlogVille after 3,5 years! Article published on 23 December 2011
after 1,5 years! Article published on 19 June 2013
Requests via email
to the partners
Long term results #BlogVille
Requests with
printed articles!
Prolonged production and share
of the content
-> Visited in 2013
-> Articles being still published in
2015
-> feedback from the local Tourist Bureaus
Think Tank Report 2015 By
World Travel Market London | 5th November 2015
Nicholas Montemaggi
Director, iambassador
Mariette du Toit-Helmbold
CEO, Destinate
1. Structures & People Five key points: • Strategy & plan = buy in & driven
from the top
• Reorganisation = expertise
• Collaboration = less budget waste
• move from AVE to KPI
• Find the champions
2. Money & Budgets "My hope would be, maybe in 10 years, for companies to have a mutual
department with PR, social media and marketing - and a mutual
budget.” [A. Schwaff @reisefreunde]
Crucial steps: • Align strategy & budget
• Education
• Long-Term Approach
• Trust
• Value
• Insight
3. Knowledge & Understanding How can we most efficiently develop, formalise, promote, and teach best working practices? Do we need to?
• Education Gap
• Case Studies
• Speakers/Meetings
• Social Media Events
• Bloggers Skills
Credits: customerthink.com
Story-telling video: Réunion Island
See: https://vimeo.com/108775263
THANK YOU! Questions?
Find us at: http://www.iambassador.net/ http://www.traveldudes.org/ http://www.destinate.co.za/
Follow us on Twitter:
@i_ambassador @traveldudes @destinate_co
Professional Travel Bloggers How to Become One
and How to Work With Them By
World Travel Market London | 5th November 2015
Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape Melvin Boecher | COO, iambassador | Founder, Traveldudes
Nicholas Montemaggi | Director Marketing, iambassador Mariette du Toit-Helmbold | CEO, Destinate
What is a professional travel blogger?
Being a Professional Is
A Frame of Mind
Jargon Blog, photos, videos = Products & Services
Contacts = (Potential) Clients & Colleagues
Events = Places to Network, Market & Sell
Lay the Foundations • Strategy planning & Execution • Understanding & Knowledge
• Business Plan
• Services & Products
• Communications • Areas of Growth & Opportunities
Behave Like a Professional
What this means • Agreement • Conduct
• Delivery
• Follow-up
It takes two to…
Research • Read the blog!
• Social
• Voice/Niche
• Media Kit
Discuss • Objectives
• Deliverables
• Compensation
• Agree
Feedback • Evaluate
• Follow up
THANK YOU! Questions?
Find us at: http://www.iambassador.net/ http://www.traveldudes.org/ http://www.destinate.co.za/
Follow us on Twitter:
@i_ambassador @traveldudes @destinate_co
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